Ambient plant-based ready meal challenger Fiid has secured an €100k investment from its venture capital backer to support a rebrand and relaunch.
The Irish business will roll out its “vibrant, bold, new visual identity” across Ireland and the UK, alongside improved recipes across its range of microwavable pouches.
Its recipes have been refined to reduce fat, salt and sugar, as well as packing in more lentils and beans.
Founded in Dublin in 2018, Fiid has built a following for its 100% natural, high-protein, high-fibre, plant-based ready meals, which are microwavable in 90 seconds.
Newly appointed CEO Julia Kessler said the rebrand and relaunch marked a major milestone for Fiid as weight-loss drugs hit the mainstream and consumers actively sought out convenient, healthy eating options.
“This is more than a new look – it’s a statement of intent,” Kessler added. “Too many people struggle to find something that’s quick, easy, delicious and nutritious all at once. Fiid was built to solve that problem, and this relaunch is how we bring that solution to far more people.”
Kessler, the co-founder of drinks brand Nix & Kix, joined Fiid in September to lead its next phase of growth.
The Redesdale Food Fund supported the relaunch with a further €100k in funding. The Irish VC firm has now invested close to €1m in Fiid since getting involved in mid-2023.
“Redesdale is supportive of Fiid’s growth plans in the UK and is investing further funds to support management’s plans to relaunch the brand,” said Redesdale founding partner John Stapleton.
“Retailer responses to the upgraded brand have been very positive, as has feedback from consumers. We believe the brand is well positioned to capitalise on market trends for healthy, convenient and nutritionally dense plant-based meals.”
The Fiid range – Smoky Black Bean Chilli, Sundried Tomato Lentil Ragu, Golden Curry House Special and Lentil & Sweet Potato Curry (rsp: £2.95 per 275g pouch) – is available in the UK in Booths and Amazon, alongside indies, wholesalers and DTC. In Ireland, Fiid is stocked in Dunnes, SuperValu, Centra and Shuppa.
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